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Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
Scaling a Brand's Twitter Presence
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Scaling a Brand's Twitter Presence

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You've created a Twitter account for your company, and it's growing in popularity. More people are following - and interacting with - your brand. This presentation, originally given by Victoria …

You've created a Twitter account for your company, and it's growing in popularity. More people are following - and interacting with - your brand. This presentation, originally given by Victoria Harres, the architect of the @prnewswire Twitter presence, discusses how to successfully manage a growing Twitter presence.

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  • The early days is when you need to find the voice of the brand. You need to find the balance of business and human voice.
  • Be prepared for executive interest building and the question of ROI.
  • Consider the growing needs of the growing number of followers, and be careful to not tweet with stranger. Read bios and know who you’re talking to.
  • Personality has replaced the brand logo. Humanizing the brand is the true opportunity of Twitter.
  • Less than 3 years ago the argument of whether brands ‘belonged’ on Twitter was a hot button. Today it is no longer even a question.
  • Your corporate Twitter account is your front line. Make sure those on the front line are well prepared for the types of questions or concerns clients may have. Don’t keep them in the dark.
  • So how do you take what was very successful for a smaller number of people and one person manning the company Twitter account and scale that to serve the needs of a growing following: Editorial guidelines, Content strategy, Team strategy, Engagement strategy, Schedules and roles
  • Give the team ownership over their content and give your followers the transparency they deserve.
  • Make your content strategy very simple and clear.
  • It’s not always a big crisis, but they can be just as important.
  • Know who your contacts are, who you can count on.
  • Look at yourself in the mirror often. I use Flipboard on the iPad.
  • And also look at your audience frequently and know who they are.
  • Transcript

    • 1. You’ve Successfully Attracted a Twitter Following Now What? @VictoriaHarres #w2e #twtNowWhat
    • 2. #w2e #twtNowWhat @VictoriaHarres Where are the followers?
    • 3. “ The Twitter account is starting to get a following, Mitch. A few clients, a journalist and a couple of PR people.”
    • 4. #w2e #twtNowWhat @VictoriaHarres We need a plan!
    • 5. Personality has replaced the brand logo.
    • 6. 47 52 53 62 41 71 64 61 65 Klout Score #w2e #twtNowWhat @VictoriaHarres
    • 7. The Many Hats of a Brand Twitterer <ul><li>Publisher </li></ul><ul><li>Editor </li></ul><ul><li>Copywriter </li></ul><ul><li>Customer Service Rep </li></ul><ul><li>Community Manager </li></ul><ul><li>Promoter </li></ul><ul><li>Marketer </li></ul><ul><li>Crisis Communicator </li></ul><ul><li>PR </li></ul><ul><li>IR </li></ul><ul><li>CSR </li></ul><ul><li>Sales </li></ul><ul><li>Teacher </li></ul><ul><li>Humble Servant </li></ul>#w2e #twtNowWhat @VictoriaHarres
    • 8. Scaling For a Growing Audience #w2e #twtNowWhat @VictoriaHarres
    • 9. Editorial Guidelines PR MKG SALES CONVERSATION SOCIAL MEDIA YOUR INDUSTRY @REPLIES & RETWEETS
    • 10. <ul><li>Self Promotion </li></ul><ul><li>< 10 % </li></ul>
    • 11. Building a Twitter Team #w2e #twtNowWhat @VictoriaHarres
    • 12. ^cc
    • 13. Sharing Responsibilities <ul><li>* Who is the twitter voice/lead? </li></ul><ul><li>* Who monitors for @replies and when? </li></ul><ul><li>* Who responds and when? </li></ul><ul><li>* Who schedules promotional tweets? </li></ul><ul><li>* Who contributes what to the total content? </li></ul><ul><li>* Who makes the final call? </li></ul><ul><li>* What are the tools? </li></ul>
    • 14. The Tools oneforty.com/PRNewswire/pr-toolkit
    • 15.  
    • 16. Elements of a Team Strategy Guidelines for team members * Engagement plan * Team schedule * Content strategy * Assignments
    • 17. Content Strategy
    • 18. <ul><li>Crisis Plan </li></ul>
    • 19. A welcome customer tweet and the challenging road that got us there…
    • 20. Connecting The Dots Within The Organization PRODUCTS HR CUSTOMER SERVICE SALES EXECUTIVE SUITE MARKETING PR TWITTER
    • 21. Connecting The Dots Within The Organization @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ PRODUCTS HR CUSTOMER SERVICE SALES EXECUTIVE SUITE MARKETING PR TWITTER
    • 22. The Internal Rolodex * Who are your key contacts in each department or division? * Who can make the really big decisions? * Who holds the passwords? * Who in senior management will pick up a phone and call a client when needed?...after hours? * Who are your champions in the boardroom?
    • 23. Flipboard #w2e #twtNowWhat @VictoriaHarres
    • 24.  
    • 25. @Audience_w2e THANKS for your time today. #yourock! Victoria Harres @PRNewswire @VictoriaHarres [email_address] Many thanks to Alfred Hitchcock and Universal Pictures for filming one of my favorite movies, The Birds and for many of the images in this presentation.

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